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7. Dove
The history of Dove was started in 1957. It was the revolutionary new beauty cleansing Bar. Dove is one of cosmetic brand from Unilever Company.
The products of Dove are body washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair styling products. https:www.
unilever.combrandsour-brandsdove.html.
8. Estee Lauder
Josephine Esther Mentzer or also known as Estée Lauder was found the company that also bears her name in 1946. The business was started by producing
four skin care products. This company has a simple premise that “every woman can be beautiful” http:www.elcompanies.comPagesOur-Founder.aspx.
9. Biore
Biore is one of products of KAO Group. The founder of this group is Mr. Tomiro Nagase. One of Biore products is Bioré Facial Foam which was launched
in 1980. Then in the 1981, the product was launched in Hong Kong and throughout Asia http:www.kao.comgroupengrouphistory_01.html.
10. Shiseido
Shiseido is a cosmetic product which was found by Arinobu Fukuhara in 1872 in Ginza, Tokyo. It was Japan’s first Western-style pharmacy. The name
comes from Chinese Yi Jing, the Book of Changes from the Four Books and Five Classics
of Confucianism
http:www.shiseidogroup.comcompanypast
history?rt_bt=top-whoweare_002. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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Those are the top 10 cosmetic brands based on the article in Forbes Magazine in 2012. Those are the brands with the highest income in 2012. As the
10 of most best-selling products in 2012, the advertisements of those brands are widely known by people around the world.
The numbers of the cosmetic advertisements which are twenty advertisements are chosen in order to be able to represent the cosmetic
advertisements in general. There are two advertisements of each product which will be analyzed in this study.
B. Approach of the Study
The linguistic phenomenon analyzed in this study is lexical ambiguity. Therefore, one of approaches used in this study is Semantics. Semantics deals
with the linguistic meaning of morphemes, words, phrases, and sentences Fromkin, 2003: 173.
The semantics approach is applied because it has ambiguity as one of topics which is discussed. Then, it is also used in order to find out the ambiguity
of the cosmetic advertisements. Besides the semantics approach, this study also applies pragmatic
approach. This approach is used in order to help the researcher to find the interpretation of the readers towrad the ambiguity found in the cosmetic
advertisements. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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